Have you noticed how some people in business seem unable to get to the point? They waffle, go round in circles, repeat themselves and succeed in looking and sounding confused. This post looks at why this happens and why you need to avoid it.
In business, you need to have crystal clarity, regarding your products, services and overall mission. You need to know exactly what your business does, who it does it for and why people should hire you or buy from you, rather than one of your competitors. Failing to do this will result in confusion and a confused mind always says no! In other words, when you speak with prospective clients and they are unclear exactly what you do, they will usually do nothing.
You can’t expect prospective clients or customers to understand the value of your proposition, if you are unable to give them the clear, concise information they need.
You can’t get to the point, if you’re unclear what the point is
Many small business owners are unclear about exactly what their business does. They know the industry sector they are in, but are vague or fuzzy, regarding THEIR SPECIFIC business and why people should be interested in them.
For example, if Mary is an accountant but is unclear about what sets her apart from other local accountants,it’s going to be extremely hard for her to convince prospective clients to use her services, rather than a cheaper competitor. With additional clarity, Mary could explain what sets her apart and those prospective clients who value that, will work with her. Otherwise, Mary is destined to market herself based on fees – The dreaded race to the bottom!
A clear mission helps eliminate confusion
The mission statement of my new project Creative Thinking Hub, is clear and to the point:
I want to help as many people as I can, think as creatively as they can.
Anyone bright enough to be interested in developing their creative thinking skills, will be able to see what Creative Thinking Hub is all about, in just 16 words. That’s the kind of clarity you need, in order for those you speak with, to get a handle on exactly why you are worthy of their interest. This has also made it extremely easy for people to spread the word about the project.
In short: Get crystal clear about your business, who your client or customer is and EXACTLY why they should hire you or buy from you, rather than a cheaper competitor.
Let’s work together and grow your business. To find out more click here!
Photo: Rob Ellis